As luxury consumers increasingly embrace golf as part of their lifestyle, the conversation has shifted beyond performance to one of personal style, design and self-expression. Few brands embody that evolution more than G/FORE, the Los Angeles-born luxury golf lifestyle brand recognised for its bold colours, premium craftsmanship and fashion-forward approach to the game.
To celebrate this philosophy, MST Golf, the exclusive distributor of G/FORE in Malaysia, Singapore and Indonesia, recently hosted “Add Colour to Your Life”, an immersive lifestyle experience that brought together members of the media, content creators, brand partners and invited guests for an evening inspired by creativity, individuality and modern golf culture.
Rather than centring the event around golf itself, the experience intentionally moved beyond the fairways. Guests were welcomed into a vibrant social setting featuring music, signature cocktails, interactive lifestyle moments and curated fashion displays, reflecting G/FORE’s belief that golf style can be just as expressive off the course as it is on it.
“G/FORE has always been about bringing personality, colour and a sense of individuality to golf,” said Jung Kim, President of Peter Millar & G/FORE Asia Pacific. “As the game continues to evolve, we believe golfers are looking for brands that reflect not only how they play, but also how they live. ‘Add Colour to Your Life’ was a celebration of that spirit.”
A highlight of the evening was the showcase of G/FORE’s latest G.112 footwear collection, which embodies the brand’s balance of athletic performance and contemporary design. Guests also experienced a broader expression of the G/FORE universe through curated fashion looks inspired by the brand’s global collections, offering a glimpse into its evolving lifestyle vision and design language.
Founded in Los Angeles in 2011, G/FORE first gained recognition for reinventing the classic golf glove with vibrant colours and premium materials before expanding into footwear, apparel and accessories. In 2018, G/FORE was acquired by Peter Millar, a luxury apparel brand under Richemont, the Swiss luxury group whose portfolio includes some of the world’s most recognised maisons such as Cartier, Van Cleef & Arpels, IWC Schaffhausen, and Montblanc. This association further reinforces G/FORE’s position within the premium lifestyle and luxury sportswear space.
As consumer interest in premium lifestyle sportswear continues to grow, MST Golf remains committed to introducing brands that broaden perceptions of the game while inspiring more people to discover golf through style, innovation and self-expression.
“As the region’s leading golf retailer and distributor, MST Golf continues to champion brands that are reshaping perceptions of the game,” said Ng Yap, Chief Executive of MST Golf. “G/FORE represents a more expressive and lifestyle-led side of golf, and we believe this plays an important role in making the sport more approachable, relevant and inspiring to a wider audience.”
With “Add Colour to Your Life”, G/FORE once again demonstrated that golf is no longer defined solely by what happens on the course. Instead, it is increasingly becoming a lifestyle shaped by creativity, confidence and colour.
